Search Optimisation
What Is SEO? Search Engine Optimisation Explained
We deliver SEO for small businesses and explain it to new clients every week. This guide is for owners who want a clear definition of search engine optimisation and the terms around it. It covers what SEO means, the language you will hear and a simple example. Use it before you speak to an agency, so the conversation makes sense from the start.
What search engine optimisation means
Search engine optimisation is the process of improving a website so it ranks higher in search results. The aim is to attract more visitors from searches that relate to your business. Those visitors arrive without you paying for each click. The term is usually shortened to SEO, and spelled "optimization" in American English.
SEO has three main parts that work together. On-page SEO improves the content and structure of each page. Technical SEO makes sure search engines can find, read and load your pages quickly. Off-page SEO builds trust through links, reviews and mentions on other websites.
Search engines aim to show the most useful answer for every search. SEO helps them recognise that your page is that answer. Good SEO therefore serves customers first and search engines second. Our search optimisation guide explains how SEO fits into the wider picture.
SEO terms explained
SEO uses a lot of jargon, and agencies do not always explain it. Knowing the core terms helps you follow reports and ask better questions. The list below covers the words you will hear most often. Each one is explained in plain English.
- Keyword: the words or phrase a person types into a search engine.
- Ranking: the position your page appears in for a particular search.
- Organic traffic: visitors who arrive from unpaid search results.
- Backlink: a link from another website to yours, which acts like a recommendation.
- Meta title and description: the page title and summary shown in search results.
- Indexing: the process of a search engine reading and storing your page.
- Schema markup: code that helps search engines understand details such as reviews, prices or FAQs.
Ask your agency to explain any other term in its reports. A good agency uses plain language and links each term to a business outcome. Our guide to SEO metrics explains the numbers you will see.
An example of SEO in practice
A simple example shows how the parts of SEO work together. Imagine a family-run electrician in Preston with a basic website. The site has one page listing every service and no reviews. It rarely appears in searches beyond the business name.
- Research shows customers search for "EV charger installation Preston" and "electrician Preston".
- The electrician creates a dedicated page for each main service and area.
- Technical fixes speed up the site and add schema markup for the business.
- The business claims its Google Business Profile and asks customers for reviews.
- Local suppliers and a trade association link to the new service pages.
- Monthly reports track rankings, clicks and calls from each page.
Over the following months, the site appears for more relevant searches. More of those visitors call or send an enquiry. This is SEO at its simplest: matching what customers search with useful pages they trust.
What is SEO? Checklist
Use this checklist to test your understanding before you speak to an agency. Each item covers a term or idea from this guide. Revisit any you are unsure about.
- I can explain what SEO aims to achieve
- I know the difference between on-page, technical and off-page SEO
- I understand keywords, rankings and organic traffic
- I know what a backlink is and why it matters
- I know where my meta titles and descriptions appear
- I can name the reports I want to see each month
Good to know
What is SEO? FAQs
What does SEO stand for?+
SEO stands for search engine optimisation. It is spelled "search engine optimization" in American English. Both spellings describe exactly the same practice. UK businesses usually see the British spelling.
Is SEO worth it for a small business?+
SEO suits most small businesses whose customers search online before buying. It builds visibility that keeps working without paying for each click. Results take months, so it works best as a long-term investment. Local businesses often see strong returns from local SEO.
What is the difference between SEO and paid search?+
SEO improves your position in the unpaid results below or beside the ads. Paid search places your advert at the top for a cost per click. Paid results stop when your budget stops, while SEO results build over time. Many businesses use both together.
How does Google decide rankings?+
Google uses many signals to rank pages for each search. Relevance, content quality, page experience and trust from other sites are among the most important. Google updates its systems regularly, so SEO is ongoing work. Our SEO services page explains how we respond to those changes.
Keep this guide as a glossary while you read agency proposals and reports. Share it with colleagues who are new to SEO. So you can follow every conversation about your search visibility with confidence.
Last updated